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A Big Driver in Future

Consumer needs create demands, which are then
satisfied by better designs and advanced products. With
more focus on design, Hoffmann believes materials can
be the next driver for coffee ware in the future: “We’ll
see materials begin to change to those that have a lower
environmental impact — either in their creation or their
recycling impact post use. Environmental impact is start-
ing to drive a wide range of decisions in many countries
now, and I think this will be a very big driver in coffee
in the next few years.”
This year, Hoffmann will start to work on his first
project beyond coffee. But no worries, as he also reveals,
“I have some big plans for YouTube too.” So stay tuned!

Q&A What do you do at lei-

sure?
It has been some time since
I had leisure time. What
little time I do have is spent reading, or watching YouTube! C
M
What coffee filter/maker do you use the most? Why? Y
I have a Breville/Sage brewer at home that makes my first
CM
coffee of the day every day.
MY
Which origin of coffee do you like the best? CY
I hate choosing, but probably Colombia — so much diversity CMY
The Mindset Matters When starting The World
of styles, and I love the combination of fruity and sweet flavors
Atlas of Coffee project, Hoffmann aimed to fill a big gap in K
that the best coffees from places like Huila or Nariño have.
the coffee industry. The lack of resources and reliable
references might have got many people frustrated. The idea
behind the book is a determination by Hoffmann to “make
some sense of the noise for people and make coffee a little
clearer”. “I want consumers to enjoy coffee more. Be it
brewing it better, buying it better or just understanding it
a little more — it all contributes to making coffee a more
delightful part of our lives,” as he shared in an interview
back in 2014. The 2nd Edition of the book has already been
launched. The statistics about each producing country have
been updated with some new and expanded chapters.
The coffee market is fast growing yet becomes even James Hoffmann
more competitive worldwide. When asked what would be
Co-founder and Managing
the one thing he would like to change about the coffee
Director of Square Mile Coffee
culture, Hoffmann answered, “The mindset that to grow, Roasters. Working in coffee
you need to take customers from a competitor — instead since 2003, as a barista, barista
of creating new customers.” The growing population of trainer and more recently also
as a speaker and consultant. He
coffee people and coffee market is a cheerful scene but the
was the World Barista
mindset is something that really matters. A sustainable
Champion in 2007 and also
development for coffee involves the participation of all, published The World Atlas Of
coffee people and consumers. Coffee.

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